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An FM Brand Shifts To Digital At Entravision.

Entravision Communications won't be celebrating the 20th anniversary of Southern California's heritage Spanish Contemporary Pop radio station.

After 19 1/2 years on the air, " SE[bar]per Estrella " has shifted away from Entravision's Los Angeles-market trimulcast of KSSE-FM in Arcadia; KSSC-FM in Ventura; and KSSD-FM in Fallbrook, Calif.

The SE[bar]per Estrella brand and its programming elements will now live on in digital form,at SuperEstrella.com.

There, commercial-free streams of Spanish pop hits fromSE[bar]per Estrella's more recent years can be heard, along with a classic-focused "Rock en EspaEol" channel airing 1980s and 1990s hits, a new music channel, and "Club SE" — whereClub SE[bar]per Estrellalives on.

RBR + TVBR has confirmed that the stations' new branding is "La Suavecita,"with programmingfeaturing Classic Regional Mexican and Pop acts such as Selena, Bronco, Los Bukis, and Los Temerarios.

"SE[bar]per Estrella" has its roots on the signal presently home for Entravision's KLYY-FM 97.5 in Riverside. In 2000, it added KDLD-FM & KDLE-FM — both at 103.1 MHz as simulcast partners.

This put SE[bar]per Estrella in a heated format battle at the height of the Spanish Pop boom, against the then-Big City Radio-owned signals that now house KSSC, KSSD & KSSE. Over time, "Viva 107.1" lost the battle against "SE[bar]per Estrella," with the latter replacing the former in 2003.

In recent years, however, SE[bar]per Estrella struggled against increased competition, shifting listener demographics and a sharp decline in the volume of product that made it a success. In the November Nielsen Audio PPMs, SE[bar]per Estrella had just a 0.7 6+ rating.

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Publication:Radio and Television Business Report (RBR+TVBR)
Geographic Code:1U9CA
Date:Dec 2, 2016
Words:290
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